Together (:30)

Creative

Description

Love and relationships have evolved a lot in the past twenty years. But the way we get engaged hasn’t. If today’s relationships are all about partnership, equality and open communication, why doesn’t that begin when you’re looking for an engagement ring — a shopping experience fraught with anxiety for men and women alike.

When Carmichael Lynch started working with Helzberg Diamonds, they dug in to learn a little more about it and conducted an Engagement Attitudes Survey. It turned out that 73 percent of men and 63 percent of women in relationships think marriage proposals should be a surprise. BUT, 62 percent of men in relationships believe that the hardest part of a proposal would be picking out the ring, and half of women say the hardest part would be letting him know what style of ring they want.”

So, together, Helzberg and Carmichael Lynch invented an entirely new way to pop the question called the “Will You?” ring that offered a solution without compromising the surprise. The ring has generated an interesting conversation at a time when all types of cultural mores are being upended and helped in our efforts to position Helzberg as a thought-leader on love.